Describe how marketing techniques are used to market products in two
organisations
Apple –
Branding
Branding is of vital importance for the business of
Apple simply because features such as a slogan or logo
can make a business fairly distinguishable amongst
others and also represent the business.
Apple has a simplistic, iconic logo. Their logo includes
one colour (Silvery grey) however used to include the
colours of the rainbow in it. Regardless of the colour of
the logo, its layout is still professional hence why it is widely recognized by the standard
individual. The branding of Apple is consistent as their logo appears on nearly every
billboard in major towns and cities across the globe. If a business shapes their brand well,
they can capture a good reputation with the general
public. The branding of Apple is good however to
improve upon their branding they should invest in
making products from different areas in the consumer
electronics market such as smart cars. They could also
improve upon their branding by finding new ways of
advertising such as through cinema adverts or even
inside a football match (sponsorship of teams). This
would make their products attract a wider market.
Growth strategies
Market Penetration:
Apple uses market penetration as its second most important strategy for growth after product
development. Market penetration includes gaining a larger market share which is done by
selling more of their own products. For instance, Apple does this by deciding to sell more
iPhones than their iPads to its target market. Apple especially attains more sales through the
adding of more authorized sellers in its operating markets. This tactic from Apple is crucial in
penetrating markets in which Apple does not have a huge influence in yet.
Furthermore, Apple uses websites and media outlets (such as TV) to promote their iPhones.
These advertisements aim to encourage more people to buy Apple products or switch from
other non-Apple phones.
Market Development:
Page 1 of 11
organisations
Apple –
Branding
Branding is of vital importance for the business of
Apple simply because features such as a slogan or logo
can make a business fairly distinguishable amongst
others and also represent the business.
Apple has a simplistic, iconic logo. Their logo includes
one colour (Silvery grey) however used to include the
colours of the rainbow in it. Regardless of the colour of
the logo, its layout is still professional hence why it is widely recognized by the standard
individual. The branding of Apple is consistent as their logo appears on nearly every
billboard in major towns and cities across the globe. If a business shapes their brand well,
they can capture a good reputation with the general
public. The branding of Apple is good however to
improve upon their branding they should invest in
making products from different areas in the consumer
electronics market such as smart cars. They could also
improve upon their branding by finding new ways of
advertising such as through cinema adverts or even
inside a football match (sponsorship of teams). This
would make their products attract a wider market.
Growth strategies
Market Penetration:
Apple uses market penetration as its second most important strategy for growth after product
development. Market penetration includes gaining a larger market share which is done by
selling more of their own products. For instance, Apple does this by deciding to sell more
iPhones than their iPads to its target market. Apple especially attains more sales through the
adding of more authorized sellers in its operating markets. This tactic from Apple is crucial in
penetrating markets in which Apple does not have a huge influence in yet.
Furthermore, Apple uses websites and media outlets (such as TV) to promote their iPhones.
These advertisements aim to encourage more people to buy Apple products or switch from
other non-Apple phones.
Market Development:
Page 1 of 11
